Before and after: North of Boston Media Group Modernizes Obituary AdPortal Design

When iPublish Media Solutions collaborated with North of Boston Media Group, owner of The Eagle-Tribune and other digital properties, to modernize their obituary AdPortal, the user experience was the top priority.

The new portal design makes it easy for customers to make decisions by front-loading information, simplifying navigation, and minimizing visual clutter.

The new design demonstrates how simple aesthetic updates to newspapers’ interfaces can streamline the purchasing funnel, transforming it into a conversion-optimized gateway.

Before: The Old Home Page

The design the team started with had been created years ago, and had kept pace with new functionality.
The two black buttons that started the customer journey—asking them to choose between “obituary” and “in memoriam” had no explanation. “Front-loading this information” told customers precisely what they could do after clicking.

After: The New Home Page

The new home page eliminates any guesswork from the customer funnel. It explains two choices based on what the customer wants to do—announce the passing or remember an anniversary—right away.

Clear entry points show what they’ll get in each case, and how pricing works.

  • “Option to select multiple publications and days”
  • “Optional photo and emblems”
  • “Includes permanent online obituary with guestbook”
  • “Price based on publication(s) and final size”

Finally, the “Next button” identifies the action: Select publication.

The User Journey Refined

Each additional choice in creating the obituary in the new funnel is equally simple and transparent—designed to simplify options and reduce decision fatigue at a stressful moment.

When selecting publications, for example, customers see a color-coded map of regions—yellow for selected areas—providing clear visual feedback.
A right-rail summary panel keeps users informed of their selections throughout the process.

The Bottom Line

North of Boston Media Group’s redesign demonstrates how a modern user interface can effectively convey empathy and show respect for the customers who want simplicity and guidance.

The extra transparency means families placing obituaries also gain confidence that they’re making the right choices.

If you’re interested in modernizing your obituary portal or other AdPortal designs, contact your iPublish Media Solutions Project Manager to explore how updated design principles can create a win-win by helping families and building the franchise.

Learn about a classified redesign: Tampa Bay